After Launching Rhetorix Lab in early 2024, Steven Pentland, an associate professor in the Department of Information Technology Management and Supply Chain Management, was recently featured in the NeuroIS Society Magazine.
The article titled, “Toto, We’re Not in the Lab Anymore: Exploring Asynchronous Video Interviews and Beyond in NeuroIS Research,” highlights Pentland’s groundbreaking advancements with Rhetorix Lab and his innovations in asynchronous test taking. It states, “With the development of platforms like Rhetorix Lab, we’re opening a new door—one where rich behavioral data, captured through a simple webcam, becomes accessible to a wide range of researchers, not just those with extensive technical expertise or large budgets.”
Pentland’s novel approach to test-taking is making NeuroIS research more scalable, affordable and inclusive, paving the way for broader adoption and innovation in the field.